Everything’s up to date in this Gartner report on CMO Vision, which finds that marketing budgets are at risk as CEOs make digital investments an enterprise-level activity. Gartner proposes that CMOs respond by redefining themselves as the company’s “chief connecting officer”. There’s not much data here but we’ve heard this song before and it’s worth a listen.
“The Farmer and the Cowman Should Be Friends” proclaims a snappy tune in the classic musical Oklahoma! This Sitecore/Wunderman Thompson Technology report could use a similar theme song about relations between IT and marketing: more than 80% in each department wish the other group understood their needs better, and they disagree about who is in charge of content and asset management. Other tidbits: lack of data is the top challenge to effective content personalization, and 63% of marketers say they’ve integrated a CDP with their content management system. Come to... Read More >
Twilio has launched a new marketing application, Engage, to complement its existing sales and service tools, Frontline and Flex. The new product is built on the Twilio Segment CDP using Twilio’s communcations APIs. I’d ordinarily describe Engage as a marketing automation system, but Twilio swears it’s “the first of its kind: a growth automation platform built on real-time, dynamically changing first-party customer data that allows marketers to quickly build and scale hyper-personalized omnichannel campaigns from start to finish.”
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.